I don't know anyone using this term, but I use it to describe what I do on web sites or any business consultation, really.  Massaging, shaping, mapping and sculpting exactly how your best prospects are likely to shop and buy your product or service.  There are shortcuts to get the research you need to strategize this.  But you do need to HAVE A CLUE about your buyers' buying habits and process.  It may not match your current sales process.  In fact, it's almost certainly NOT matching your sales process, which was probably devised by your  sales people who fantasize that they know how prospects buy...but all they really want to do is force their selling process onto prospects.  For example, cold identify prospect, call, send them a bunch of crap literature, then call again to schedule an appointment.  This kind of process leads to the never-ending "next steps" and sales rep excuses....."but I'm working the pipeline!"

I don't think so. Remember, you have a web site because you hope to dismantle your sales reps or at least reduce your cost per sale.  So, let's speed up your conversions and get the prospect almost completely sold at the site. Reduce the risk and dependency on human sales reps and answer prospect questions and overcome sales objections on your web site!  Duh.

So, first, give up on an incremental, one-by-one improvement process. If it's the only way, then do your mapping and strategy offline and at least give logic to your incremental improvements.  So, let's begin. Next blog:  Mapping your buyer's buying process.